GCMMF

MARKETING REPORT

AMUL TAZZA TETRA POWER PACK

MARKET RESEARCH ON CUSTOMER PREFERNCES AND POTENTIAL MARKET OF AMUL TAZZA TETRA POWER PACK IN VADODARA CITY

RIDDHI PATEL PGDM(MRKTG)

SINGHAD INSTITUTE OF BUSINESS ADMINISTRATION AND RESEARCH PUNE

DECLARATION

I, RIDDHI PATEL, hereby declare that the project entitled A Case Study on Post
analysis of AMUL TAAZA TETRA POWER PACK has been personally done by me

under the guidance of MR. BHARAT PATEL (EXECUTIVE) This work has not been submitted for any other degree / diploma exam elsewhere.
RIDDHI PATEL Date Place

EXECUTIVE SUMMARY

In India dairy is considered as one of the main instruments for social and economic development. Small farmers, possessing about 70% of the milk cattle, dominate milk production. Their income was undependable, and too small, so dairy was not considered a viable business option. But the Operation Flood changed the scenario, to the extent of Revolution. Amul has become a symbol of farmers liberation and self-reliance.The project aims to study the evolution of Indian dairy industry and that of Amul. The primary focus will be on the marketing strategy and competitor analysis, over the years, which has made Amul the most recalled brand.As it moves into newer products, and, Amul is perusing a different advertising strategy. The entry of MNCs, evolution in the customer profiles, and a changing Market calls for a massive shift in the strategy. In the project we examine how the company is geared up to meet the challenge.

SYMPNOSIS: 1. PRODUCT DESCRIPTION 2. FEATURES OF UHT MILK 3. PLACE ALLOTED FOR SURVEY
4. RESEARCH ON AMUL TAAZA TETRA POWER PACK

5. DETAILS 6. SURVEY DETAILS 7. INTERPRETATION 8. CONCLUSION 9. BIBLIOGRAPHY

PRODUCT DESCRIPTION
Ultra High Temperature (U.H.T) Milk is a kind of milk which comes in tetra pack. It is bacteria free milk. It is firstly boiled on 131 0C. which kills bacterial and keep it fresh. After cooling it is packed in tetra Pack. It is fresh and

hygenic milk. There is no preservatives or chemical are added only extra vitamins and minerals are added in this pure milk. It has 120 days shelf life. There is no need to keep it in freeze or boil it till 120 days. (in packed condition). It has a very good market in abroad. In India it is relatively new. People are less aware about this product. It is little more costlier than fresh poly pack milk. It has good sale in A Class market. There is 3 -4 branded U.H.T. milk available in market i.e. Amul, NESTLE, VIJAYA and GAGAN. Gagan is not in same category. It is low price and it comes in poly pack. Amul has three varieties of U.H.T. milk i.e. SLIMN TRIM with 05% fat, Taaza with 3% fat and Gold with 4.5% fat. NESTLE has two verities i.e. SLIM NTRIM with

0.5% fat, Nestle Milk with 3% fat. Vijaya has also two varieties i.e. Low Fat with 1.5% fat and standard with 4.5% fat.

AMUL TAAZA TETRA POWER PACK

FEATURES OF U.H.T MILK

 Treated at Ultra High Temperature and aseptically packed.  Sterile bacteria free and can be consumed directly.  Need no refrigeration.  Stay fresh for 4 months.  Gives Excellent and Firm Cards/yoghurt  Hygienically packed  Natural taste with high nutritive value  Packaging materials absolutely impermeable and non-returnable.  Homogenized.

PLACE ALLOTED FOR SURVEY:

The territory which was allotted to me was Vadodara, with a definite area which was Alkapuri and area near by hostels so as to know the potentials of the market. The barrier was the area as APO s were not there in Alkapuri, which made it difficult for me to survey as customer were not define. This report basically consist of the research methodology, techniques, data collection, interpretation etc. I was being told to conduct a survey on post analysis of AMUL TAAZA TETRA POWER PACK which comes in 200 ml and 500 ml. The survey was successfully conducted in different areas of Alkapuri commercial and residential both. And also some parts of near by areas of M.S hostels like Fatehganj, Sayajiganj etc. I went through different category of people like students, higher inc ome level family, middle class family, upper middle class family etc.

Sample size 140 out of which 70 are students and 70 are individuals from different class family.

RESEARCH ON AMUL TAAZA TETRA POWER PACK:

Research methodology of the study

Research:Research is define as diligent and thorough inquiry and investigation into a subject. This includes using ALL appropriate print and electronic sources, asking the reference librarians for help, and making use of bibliographies given by other authors

Research methodology:Research methodology is define as the way in which the data are collected for the research project. Since there are vast sources through which the data can be collected thus this methodology means .getting the best and appropriate data for the existing project..

Data Collection
Data can be collected through various sources available in two different forms, primary and secondary data.

 Primary data
It is define as information collected directly from the source through observation, conversation, and/or participation. The degree of reliability, validity, and precision required depends on how you intend to use the information.

Customer were taken into consideration for primary data collection, Customers are randomly selected for collecting sample.

 Secondary data
It is define as information collected by others such as government agencies and/or nonprofits that pertains to your area of interest. The degree of reliability, validity, and precision in secondary data depends on how it was collected and interpreted. Census data is one example of secondary data.

In this project we have used secondary data sources such as

 Web sites

Limitation
The limitations of the research were as follows: y Lack of proper experience on the part of the researcher in conducting such studies in the past. y Lack of availability of outlets for survey. y Faced problem in finding customers for product

DETAILS:
The details which is given below, has been taken into consideration on the basis of various fundamentals. There were limitations because of which the data collected has became precise. As I have told earlier that customers or respondents were not defined properly which was considered as demerit, took place because of non avai lability of APO in Alkapuri area.

But some or the other way, managing the situation I collected data through different sources. The survey took place with 140 number of respondents out of which it was divided into two categories as I mentioned it. Now this two categories are the main buyers or potentials of our product. These respondents went through 13 different questions which they answered successfully, these questions were purely based on to know the potentials and customer preferences and they were framed in such a way so that respondent can easily give answer, to reduce their labour I made close ended questions, only the personal detail portion is open ended questions which I asked them.

FAMILY SURVEY:
SAMPLE SIZE 70

Q1. Do you buy milk?

Yes 55 78.57% No 15 21.43%

21.43%
yes no

78.57%

Interpretation: Most of the family prefer buying milk.

Q2. What is your average daily consumption of milk?

less than 1 ltr 21 30% 1.5 to 3 ltrs. 26 37.14% 4 to 5 ltrs. 10 14.28% 5 lts. Or more 13 18.57%

18.57%

less than 1 ltr

30%

1.5 to 3 ltrs. 4 to 5 ltrs.

37.14%

5 lts. Or more

14.28%

Interpretation: Most of the family falls under the category of daily consumption of less than 1.5 TO 3 ltr milk after that comes less than 1 ltr. As in todays culture family in most of the cases is found nuclear.

Q3. How many members are there in your family?

7 or more members 3 4.29% 7 10%

2-3 members 34 48.57%

4-5 members 26 37.14%

5-6 members

4.29%

2-3 members
10%

4-5 members 48.57%

37.14%

5-6 members 7 or more members

Interpretation: 2-3 members in the family is seen in most case, then comes 4-5 members.

Q4. Do you purchase milk on a regular basis i.e. daily?

yes 52 74.29% no 18 25.71%

25.71%
74.29%

yes
no

Interpretation: Purchase of milk on daily basis is more as compared to the ratio of non buying customers i.e on daily basis.

Q5. What kind of milk packaging do you prefer?

loose milk 28 40%

pouch milk 31 44.29%

tetra milk 11 15.71%

15.71%

40%
44.29%

loose milk pouch milk tetra milk

Interpretation: 44% goes for pouch milk as they consider pouch milk pasteurized and fresh.

Q6. From where do you buy milk generally?

milk vendor milk shop home delivery normal market super market 19 27.14% 10 14.28% 24 34.29% 8 11.43% 9 12.86%

12.86%

milk vendor 11.43%

27.14%

milk shop home delivery

34.29%
14.28%

normal market super market

Interpretation: Most of the customers prefer home delivery as the best source of buying milk.

Q7. Are you aware about Amul Taaza Tetra power pack? yes 43 60% no 27 38.57%

38.57% 60%

yes
no

Interpretation: 60% of the people are aware about the product.

Q8. Have you ever tired Amul Taaza Tetra power pack?
yes 26 37.14% no 44 62.86%

37.14%
62.86%

yes
no

Interpretation: Most of the cases is falling in no category as due to reason as follows: 1. Price factor. 2. Number of members in the family. 3. Budget factor etc.

Q9. Are you satisfied with the quality of Amul Taaza Tetra power pack?
yes 18 56.25% no 14 44%

44% 56.25%

yes

no

Interpretation: 54% have not tried yet, and out of the remaining customers 56.25% which is more than half are satisfied with the product.

Q10. Is the taste of Amul Taaza Tetra power pack is good as compared to other Tetra power pack?

very good

good

moderate

bad

very bad

6 20.00%

10 33.33%

5 16.67%

3 10.00%

6 20.00%

very good 20.00% 20.00%

good 10.00% 16.67%

33.33%

moderate bad very bad

Interpretation: Again most of them have not tried, as the above ratio declared the the customers who has not tried the product remaining customers said that compare to other tetra power pack AMUL tetra pack is better.

Q11. Please mention whether below given statement are true / false? a. Amul taaza Tetra power pack has a shelf life of more than 3 months?
Yes 17 24.29% No 53 75.71%

24.29%

yes
no

75.71%

Interpretation: 75% are aware about it but remaining are still unaware.

b. Amul Taaza Tetra power pack require refrigeration at the time of storage?
yes 6 8.57% no 64 91.43%

8.57%

yes
no

91.43%

Interpretation: Here also they are aware as 91% is in favour of the answer.

c. Amul taaza Tetra power pack is bacteria free and can be consumed directly without boiling?

Yes 60 85.71%

no 10 14.29%

14.29%

yes 85.71% no

Interpretation: customer are aware about it.

Q12. What do you think should be the price of Amul Taaza Tetra power pack for 500 ml?
15rs 34 48.57% 16rs 16 22.86% 17rs 15 21.43% 18rs 5 8.14%

8.14%

15rs 21.43% 48.57%

16rs 17rs

22.86%

18rs

Interpretation: As customer want to fit this product in their budget most of them prefers least price for the product without affecting the quality.

Q13. Now knowing the benefit and price of Amul Taaza Tetra power pack please revert your intention to buy the product at MRP Rs. 17 for 500 ml pack?
Totally over 12 17.14% 40 57.14% 18 25.71% switch keep some stock not satisfied

17.14% 25.71%

totally switch over keep some stock

57.14%

not satisfied

Interpretation: Most of them want to keep product just for emergency purpose, as we have seen in the earlier question that customer want lower price than than the actual price, so they just want to keep some stock for emergency pupose.

STUDENTS SURVEY

Sampl si

:70

Q1 Do you buy milk?

yes 64 91 43

No 6 8 57

INTERPRETATION: Majority of the stude ts prefers to buy milk.

Q2. What is your average daily consumption of milk?

less than 1 ltr 1.5 to 3 ltrs 50 71.43% 15 21.43%

4 to 5 ltrs 5 7.14%

5 ltrs or more 0

7.14%

less than 1 ltr

21.43%

1.5 to 3 ltrs 71.43% 4 to 5 ltrs

INTERPRETATION: Daily consumption of most of the student is less than 1 ltr.

Q3. How many members are there in your family?

2-3 members 30 42.86% 4-5 members 29 41.43% 5-6 members 10 14.29% 7 or more members 1 1%

14.29%

1%

2-3 members 4-5 members 42.86%

5-6 members 7 or more members

41.43%

INTERPRETATION: Mostly the family member of the students lies between 2 to 5 members. But this data will be of no use as those students are taken who lives in hostel.

Q4. Do you purchase milk on a regular basis i.e. daily?

yes 37 52.86% no 33 47.14%

47.14%
52.86%

yes no

INTERPRETATION: It depends upon students consumption, majority is buying on a regular basis but the ratio is very close.

Q5. What kind of milk packaging do you prefer?

INTERPRETATION: Majority prefers pouch milk as it is available easily and it becomes cheap for them to buy pouch rather than opting for tetra pack

loose milk 24 34.29

pouch milk 42 60.00

tetra milk 4 5.71

Q6. From where do you buy milk generally?

milk vendor

milk shop

home delivery

normal market

super market

16 22.86%

23 32.86%

15 21.43%

15 21.43%

1 1.42%

1.42% milk vendor 21.43%

22.86% milk shop home delivery 21.43%

32.86%

normal market super market

INTERPRETATION: Here majority is prefering milk shop while milk vendor and home delivery and normal market follows it.

Q7. Are you aware about Amul Taaza Tetra power pack?

yes 37 53%

no 33 47.14%

47.14% 53%

yes no

INTERPRETATION: Most of them are aware but still need to capture market awareness about the product, potential market can be seen over here.

Q8. have you ever tired Amul Taaza Tetra power pack?

yes 22 31.43%

no 48 68.57%

31.43%
68.57%

yes no

INTERPRETATION: As most of them are aware, but due to different reasons they don t want to opt for tetra pack which can be a disadvantage.

Q9. Are you satisfied with the quality of Amul Taaza Tetra power pack?
yes 21 72% no 7 24%

24% yes
no 72%

INTERPRETATION: 60% of the student have not tried yet, so there is a great potential in the market .

Q10. Is the taste of Amul Taaza Tetra power pack is good as compared to other Tetra power pack?
very good 3 14.29% good 10 47.62% moderate 7 33.33% bad 1 4.76% very bad 0 0.00%

4.76%

0.00%

14.29% very good good

33.33%
47.62%

moderate bad very bad

INTERPRETATION: Around 14% find it good but still 70% of the population is unaware of the benefits of Amul Taaza Tetra pack.

Q11. Please mention whether below given statement are true / false? a. Amul taaza Tetra power pack has a shelf life of more than 3 months?
yes 12 17.14% no 58 82.86%

17.14%
yes

no
82.86%

INTERPRETATION: Most of the people are aware about itz shelf life.

b. Amul Taaza Tetra power pack require refrigeration at the time of storage?

yes 42 60.00%

no 28 40.00%

40.00% 60.00%

yes no

INTERPRETATION: The student who have used Tetra pack they knows that it doesn t require refrigeration, but others are still in dilemma.

c. Amul taaza Tetra power pack is bacteria free and can be consumed directly without boiling?

yes 43 61.43%

no 27 38.57%

38.57%
61.43%

yes

no

INTERPRETATION: Most of the people believe that milk is bacteria free and can be consumed directly.

Q12. What do you think should be the price of Amul Taaza Tetra power pack should be?
15rs 41 58.57% 16rs 22 31.43% 17rs 6 8.57% 18rs 1 1.43%

8.57% 1.43% 15rs 16rs 31.43% 58.57% 17rs

18rs

INTERPRETATION: As we know customers always want good quality at cheaper rate they want us to offer them milk at 15 Rs. for 500 ml.

Q13. Now knowing the benefit and price of Amul Taaza Tetra power pack please revert your intention to buy the product at MRP Rs. 17 for 500 ml pack?
totally over 5 7.14% 40 57.14% 25 35.72% switch keep some stock not satisfied

7.14% totally switch over 35.72% 57.14%

keep some stock not satisfied

INTERPRETATION: More than half of the sample size wants to switch Amul tetra pack for emergency purpose.

ANALYSIS: So finally we can conclude that ther is much more potential in students market, and much more to explore.

Conclusion
According to the study made on Amul Company, this project provides a vast information about this company, how it was originated, detail knowledge about its founder, their competitors. It also tells that the company is playing a vital in increasing their market value by attracting the customers towards their products. They got a good marketing concept. This company was the first Indian based company which has launched U.H.T milk in India which made the boom to the company. The AMUL TAAZA TETRA PACK was one of them. The company has launched many products in the market which generally liked by the customers. They got very good strategic plans which are helping them in moving ahead with the logo THE TASTE OF INDIA, AMUL. AMUL TAAZA TETRA PACK has attracted the customer in Vadodara, and can also increase itz power by satisfying customer needs. Customer have given quite a good response and sample size that I collected was 140 out of which I randomly selected 70 family and 70 students from alkapuri area and areas wh ich are situated near M.S hostels. From the sample size of 70 of individual s from different family , I interpreted that most of the family buys milk, most of the family were nuclear, so family member were less and most of the family consumed 1.5 to 3 ltrs. Of milk on an average daily, which were which were mostly relying on pouch milk, most of the customers prefer home delivery as the best source of buying milk.60% of the people are aware about the product s detail. Most of the customers haven t tried the product because of certain reasons: 1. Price factor. 2. Number of members in the family. 3. budget factor etc.

But, they are ready to keep AMUL taaza tetra pack for emergency as if some guests arrives all of sudden etc.

ANALYSIS: POTENTIAL IS STILL THERE IN THE MARKET IF COMPARED WITH THE OTHER BRANDS, AS THERE IS A HUGE MARKET OF AMUL PRODUCTS, IT JUST THAT PREFERNCE TO AMUL MARKET FOR CUSTOMERS SHOULD BE TAKEN MORE INTO CONSIDERATION. From the sample of 70 of

students,

I interpreted that majority of the students buys

milk, daily consumption of the students is less than one litre, mostly the family member of the students lies between 2 to 5 members. But this data will be of no use as those students are taken who lives in hostel, it depends upon students consumption, majority is buying on a regular basis but the ratio is very close. majority prefers pouch milk as it is available easily and it becomes cheap for them to buy pouch rather than opting for tetra pack, here majority is preferring milk shop while milk vendor and home delivery and normal market follows it, most of them are aware but still need to capture market awareness about the product, potential market can be seen over here, as most of them are aware, but due to different reasons they don t want to opt for tetra pack which can be a disadvantage, 60% of the student have not tried yet, so there is a great potential in the market . Around 14% find it good but still 70% of the population is unaware of the benefits of Amul Tazza Tetra pack. As we know customers always want good quality at cheaper rate they want us to offer them milk at 15 Rs. For 500 ml.

BIBLIOGRAPHY:
y y y y

Customers Amul parlour (other than Alkapuri area) www.amul.com www.wikipedia.com